New Colleen Hoover becomes S&S’s most pre-ordered title to date as campaign unveiled

Simon & Schuster has released the details of its marketing campaign for Colleen Hoover’s It Starts With Us, as the novel becomes S&S UK’s most pre-ordered book of all time.

The book, which publishes across all formats tomorrow (18th October), has become a hit for the publisher partially due to Hoover’s popularity on TikTok. S&S has not given a figure for how many pre-orders there have been.

The PR team has worked with an agency to commission research, which discovered 16 to 25-year-olds are reading more than ever. The team is also collaborating with Waterstones to create themed celebration events. Working with local creators, pop-up workshops allowing readers to create their own flower crowns, design their own front covers and replicate character Lily Bloom’s tattoo in henna will also be available. 

Each participating Waterstones shop has been given exclusive merchandise for 100 attendees, including a bespoke tote bag filled with themed goodies.

Marketing manager Sarah Jeffcoate said: “It has been an absolute joy to watch all the work on this campaign come together. Thanks to the incredible effort of our sales team, we have blanket support across retailers, and have been working on bespoke offerings where requested, from a huge selection of point of sale, to branded shelving and shippers. 

“We will also be experimenting with emerging social app, BeReal, and working with Tandem Collective to ensure plenty of noise across social media, including Colleen’s heartland, TikTok, from publication day and beyond. It might start with us, but it certainly won’t end for some time!”

The marketing team is continuing to explore social and outdoor advertising opportunities, with window displays and special build 48-sheet billboards to come later in the year, along with Waterstones window displays including hanging daffodils. There will also be a dedicated newsletter and the team is exploring brand partnership opportunities.

C.e.o. Ian Chapman added: “Never before have I seen a campaign so wide reaching. From M&P to sales and editorial, Team Colleen have left absolutely no stone unturned, and I am so pleased that we’ve been able to do all this activity, continuing to work with our colleagues globally to ensure that we’re developing and supporting Colleen’s ever-growing readership across the world. Event publishing like this doesn’t come around very often and I look forward to celebrating each and every upcoming milestone with the team.”

Alongside Sphere, S&S has recently inked a new deal with Hoover.